The glue binding your customers to you isn’t as strong as you think it is. 71% of B2B customers report being willing to switch suppliers whenever necessary. The key to eliminating strategic account defections is to become essential to your customers.



SAMA Academy Online — APAC
December 13-15, 2022
*special time

SAMA 2023 Annual Conference
May 23-25, 2023
San Diego, CA

2022 SAMA Global Summit
Now available on demand!

SAM Solution Center
Tools, resources and knowledge from experts in the SAMA community.


Knowledge & best-practice sharing

The SAMA community comprises the largest, most diverse community of strategic accounts practitioners in the world, and we mine them continuously for insights and emerging practices.
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Tools to benchmark your program or strategic account managers

Need real data to justify and/or guide investment in your strategic account management initiative? Our individual competency assessment and SAM program assessment will show how you compare to hundreds of other global B2B companies in our database.  Get started


The best strategic and key account managers outperform average ones by a factor of 3X. We have trained thousands of SAMs, KAMs and GAMs to produce outsize growth and profitability by delivering differentiating value to their customers.  Learn more

Connections that matter

Whether you are looking for the what, the how or the who, SAMA can connect you with SAM practitioners who have overcome the exact challenge(s) you’re facing. It’s literally what we’re here for.
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You might like:

Ready, Set, Go! Putting More Action Into Your Strategic Account Planning

Let’s be honest: Most account plans don’t actually drive the value that we hoped for them to drive. Most of the time, they are a time-consuming exercise on "what we’ve done," with never enough about "what we’re going to do.” Join Greg Callahan of Bain & Company — Partner and Founder of Coro Account Planning — as he shares how he helps clients drive a 20-40% increase in booking through better account planning.    Watch now.

You might like:

Customers Win, Suppliers Win With Gus Maikish And Noel Capon

When customers win, suppliers win. But what does that mean in pratice? Hear the story of how Gus Maikish capped off his career at IBM by orchestrating an incredible turnaround in a newly created position as the Managing Director of his global strategic account globally. Noel Capon, Adjunct Professor of Marketing at Columbia University in NYC, puts into perspective the importance of Gus’s work and how his experience has given rise to new insights into the acumen of what a great SAM needs to master and deploy.   Listen now.

SAMA Academy:

Find what works for you on the 2022 calendar!

SAMA Academy is designed to transform your good SAMs into great ones. Offered throughout the year, in-person and live online, these skill-building courses enhance and expand capabilities in specific areas shown time and again to lead to superior business results. Recommended for SAMs, their extended teams and SAM program leaders, many of the workshops offer credit toward SAMA’s Certified Strategic Account Manager (CSAM) program.    Learn more.

“SAMA provides us access to best practices, training and research in the areas of strategic account management from innovative selling organizations, including our own successful customers who are members as well. Corporate membership has proven to be an excellent investment in building and sustaining a world-class global sales force.”



New & Noteworthy:

2022 SAMA Annual Conference
On-demand now available!


Online Training:



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